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Promotion Program Development Based on Customer Behavior Research

ФИО студента: Pavel Tikhomirov

Руководитель: Dmitriy Potapov

Кампус/факультет: Faculty of Economics, Management, and Business Informatics

Программа: Management (Bachelor)

Год защиты: 2020

The development of the promotion program is aimed at increasing of orders of the company "Твой склад" and is made taking into account the characteristics of consumer behavior. The work is also devoted to the study of company consumers, namely socio-demographic characteristics, consumption motives, factors that influence the decision to purchase, the most convenient and attractive communication channels for consumers. During the study, an expert interview was conducted with the owner and director of the research organization, as well as with the office manager of the company. In addition, an interview was conducted with three customers of the company and a consumer survey was conducted. The result of the work is a promotion program developed on the basis of consumer analysis, which includes 5 elements of promotion. The program was developed considering the characteristics of consumer behavior, as well as taking into account the specifics of the market for individual storage services.

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